If we told you that $1 in every $5 spent in the entire retail industry was spent in online stores, would you believe us? Good news, you don’t have to take our word for it – the U.S. Department of Commerce released figures showing that e-commerce businesses made $245.28 billion in Q4 2020, up 32.1% from the previous year. This was nearly double the growth in 2019 – thanks in part to COVID-19.
It’s not like retail sales struggled in 2020 either. The entire retail industry grew by 9% even in lockdown: which makes the rapid growth of e-commerce sales all that much more impressive.
What does that mean for Ecommerce business owners? If you’ve got an online store – the competition is growing, and driving traffic is more important now than ever to make sure you’re not falling behind. At Tuff, we’ve worked with over 50+ brands in 4 years to develop and execute eCommerce growth marketing strategies. As such, we’ve learned a thing or two – so we asked the team to share some tips from their experiences.
“Buckle up, because the way that performance marketers use and report on Facebook advertising is about to change big time.”
Since Apple announced iOS 14 and all the privacy updates that come along with it, we’re expecting some major changes to the performance of Facebook ads for e-comm brands, especially when it comes to retargeting and attribution.
As users begin to opt out of sharing data with apps like Facebook, TikTok, Snapchat, and Twitter, the pixels for those channels — the ones that allow us to track and retarget users that visit your site — will be kinda useless on mobile devices. This is going to make our retargeting audiences small, slow to populate, and skew the audience pool towards users on desktop devices.
Having a holistic strategy and diversifying on multiple acquisition channels is going to be more important than ever. How has your ECommerce brand prepared for iOS 14?
“Your number one focus as an ECommerce Brand should be to generate targeted performance content that search engines will slap on page one.”
Acquisition isn’t solely about paid advertising – ECommerge growth is also influenced by a brand’s organic content marketing strategy. ECommerce content strategies are slightly different than a B2B, or SaaS content strategy, but the principals are mostly the same. Instead of writing white papers, or case studies, ECommerce brands can create product pages, guides, and how-to articles that are stacked with highly optimized content for search engines.
If you aren’t utilizing performance content to reach potential customers – you’re ignoring a long-term strategy that can reap loads of benefits in the long run.
“Simply put, product descriptions really do matter.”
Engaging and optimized product copy can enhance the SEO of your ECommerce site, while copied descriptions from manufactures or other websites will make certain that Google’s algorithms keep your pages from ever ranking.
When you write something you have to consider the SEO value and how Google and other search engines will see it. Additionally, at the end of the day, that 75-100 word product description is what is going to push your customer to convert. This is your chance to differentiate what makes your product better than the other 100 products out there like it – so get to it.
“When it comes to launching successful Facebook and Instagram ads for ECommerce brands, we take a two-pronged approach with prospecting and retargeting campaigns.”
Our prospecting campaigns focus on bringing in new customers with interest-based and lookalike audiences. Once we’ve generated enough traffic and/or conversions on the website, we’ll launch a retargeting campaign using Facebook’s conversion tracking pixel to re-target people who have visited or engaged with the ECommerce brand’s website. Retargeting campaigns are crucial for eCommerce brands in order to yield more conversions and sales.
Having a strategy that works users through a funnel helps improve awareness, consideration, and ultimately purchase from customers. Tailoring every campaign we create, testing, and optimizing campaigns to quickly drive ROI is what makes social advertising at Tuff so different.
“Many brands don’t fully utilize personalization on their websites to its fullest potential. Whether you’re looking to increase average order value by product upsells, or just improve conversion rates – personalization is the hottest trend in ECommerce optimizations right now.”
How many times have you browsed an ecommerce website thinking you were going to buy one thing, and ended up buying another? Seeing content sections such as “Customers Also Viewed”, or “Top Selling Products” utilizes personalization to provide customers the opportunity to make sure they are choosing the best product for their needs.
Personalization is directly tied to higher average order values, and higher conversion rates. Whether you’re trying to cut down on abandoned carts, increase session time, or just upsell – personalization has a solution for you, so test, test, test!
“For ECommerce brands, Google Shopping is a must. The lower-than-search CPCs coupled with buying intent is a win-win. But, it’s important first to create a well-structured shopping feed and strong negative keyword list to avoid wasted spend and to give your products the best chance at showing in searches for the ideal search terms.”
Google Shopping is an excellent mid-low funnel placement, that when coupled with Search and Youtube campaign strategy can be highly effective. Because users are reviewing loads of products in their searches, you will have a fair mix of users who click to price-compare, or are doing initial research. Since the CPCs are lower, however, it’s still a very cost-effective platform.
A major added bonus of Google Shopping is that it occupies valuable real estate in SERPs (search engine result pages). If your product is featured, and you also happen to have a search ad appearing for the same keyword – you’re occupying a lot of space at the top of the page that is very valuable for attracting customers.
Because Google Shopping utilizes a broad match technique – making sure your product feed is optimized for searches pertinent to your product keywords is essential. Having optimized titles and descriptions is one way to match to better search results and stand out against competitors. Making sure that you’ve also added a negative keyword list can help reduce spend and take full advantage of users browsing Google Shopping ads.
eCommerce in 2021 and Beyond:
eCommerce is a constantly evolving industry – what is best Ecommerce practices now, may not be effective a year from now. What we can say for certain is this: eCommerce is here to stay, and brands need to pay attention to their eCommerce strategy. It’s an industry that only will get bigger – and with more participants, comes more competition.
If you’re in need of an eCommerce Growth Expert – look no further than the Tuff team. Download one of our sample growth marketing proposals, and check out how we can take your ECommerce brand to the next level.
Richard has spent the last five years working at digital agencies, exploring various industries and company lifecycles. I’ve created and implemented growth campaigns on just about every platform for startups, $20,000,000 a year companies, and everything in-between. When not at work, I can be found cheering on the Penguins or Steelers, spending time with my wife and son, playing disc golf, baking, or walking my dogs.